Deep Stall

by Philip K. Lawrence, David W. Thornton

"Deep Stall applies a framework of strategic analysis to the Boeing Company. Boeing is the world's largest aerospace/defence company, with turnover of approximately US$60bn. The book charts the relative decline of Boeing in the civil aircraft market in relation to the European manufacturer, Airbus. The aim of the book is to utilize the concept of strategic value to explain Boeing's decline. The authors define this concept as investment in people and technology to leverage future market success by developing innovative new products, arguing that Boeing has neglected strategic value in favour of shareholder value, defined in terms of short-term cash benefits." The book concludes with a brief analysis of the fightback that has been evident in Boeing's fortunes in recent months and the successful campaign to sell the new 787. The authors probe the question of whether it is Airbus or Boeing that is likely to dominate in the next 10 or 15 years.

172 pages, Hardcover

First published October 30, 2005